Omniture,
an Adobe
company (Nasdaq:ADBE) and a leading provider of online
business optimization software, today announced that Empruntis.com,
France’s leading Web site for comparing loan and insurance offers from
numerous banks and insurance providers, is working with Omniture®Test&Target
to automate the optimization of its online content. Empruntis.com
recently replaced Google Website Optimizer with Omniture Test&Target and
after conducting a series of multivariate
tests of its online loan application form, increased application
completions by 10 percent.
Empruntis.com manages upwards of 80,000 online loan and insurance
application forms each month across multiple channels and recognized
that it needed an easy-to-manage solution which could more efficiently
organize and optimize the presentation of these applications to its
visitors without requiring much IT involvement. The company had
previously used Google Website Optimizer, but decided to migrate to
Omniture Test&Target, a full-service optimization solution to automate
complex content testing, segmentation and targeting efforts and as a
result, improve the customer experience and increase conversion.
Empruntis.com used Test&Target to conduct several multivariate tests of
key elements on its loan application pages. The marketing team tested
elements such as the form headers and placement of navigation buttons
and other graphics to identify the most effective combinations for
different visitor segment such as traffic source, geographic location or
new vs. repeat visitors. The team also tested how the number of pages in
the application flow impacted form completion rates.
“Surprisingly, different page flows performed better depending on the
day of the week. On Fridays and Saturdays, the default one-page form
performed best though from Sunday through Thursday, the three-page form
performed better,” explains Patrice Thiriez, director of marketing for
Empruntis.com. “With this new insight, we can target application forms
to different groups of visitors depending on the day of the week to
achieve maximum conversion.”
Empruntis.com also selected Omniture because of the strength of Omniture
Consulting Services (OCS), a world-class team of optimization
experts who provide strategic project management and best practices by
industry.
"With its on-demand Software-as-a-Service (SaaS) solutions, Omniture is
easy to implement and manage, giving more control to our marketing team
than ever before,” adds Thiriez. “Omniture also offers high-quality and
strategic consulting support at a very competitive price. For all these
reasons, we were easily convinced Omniture was the solution for all our
needs."
"Test&Target enables Empruntis.com to test different customer-facing
content simultaneously and determine the most relevant content to
surface at any given time,” says Neil Morgan, vice president EMEA
marketing and channel, for Omniture. “Empruntis.com’s marketing team
gains the ability to push the right message at the right time based on
specific visitor segments. This allows the team to tailor which loan and
insurance form it presents to each visitor segment in real-time, which
can in turn help increase form completion rates through improved
relevance.”
"By identifying and standardizing on the best-performing elements of our
online loan application forms, we were able to increase loan application
completions by 10 percent and we will not stop there,” adds Thiriez. “We
have also reduced our cost-per-acquisition (CPA) rate by 10 percent,
which is significant and an added incentive to continue our testing
process.”
Omniture Test&Target is part of the Omniture
Online Marketing Suite, a comprehensive portfolio of optimization
applications for Visitor Acquisition, Conversion, Online Analytics and
Channel Analytics and is built on an Open Business Analytics Platform.
About Omniture, An Adobe company
Omniture, a business unit of Adobe Systems Incorporated, is a leading
provider of online business optimization software for managing and
enhancing online, offline and multi-channel business initiatives. Hosted
and delivered via on-demand subscription service and on-premise
solution, Omniture software enables customers to capture, store and
analyze information generated by their Web sites and other sources,
providing business insights into the performance and efficiency of
marketing and sales initiatives and other business processes. For more
information, visit www.omniture.com.
About Adobe Systems Incorporated
Adobe revolutionizes how the world engages with ideas and information –
anytime, anywhere and through any medium. For more information, visit www.adobe.com.
© 2009 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe
logo and Omniture are either registered trademarks or trademarks of
Adobe Systems Incorporated in the United States and/or other countries.
All other trademarks are the property of their respective owners.
Adobe Systems Incorporated
Dariana Lau, 415-963-9459
(Press/Analysts)
dariana@adobe.com